“We need no thanks, rewards or dues, we love this land, it’s what we do”, says Anika Molesworth – farmer, scientist and now voice of Case IH Australia/New Zealand’s new advertising campaign.
The agricultural machinery company’s new Brand campaign based on the mantra of – ‘It’s what we do’ – will feature across television, out of home (OOH) and digital channels and features the voice of Anika, a prominent Australian farmer and agroecology scientist, who is a passionate advocate on the issues of food security, nature conservation, climate change and rural community development.
It’s the first such campaign she has been involved in, but Case IH’s message that puts farmers and the vital role they play, and the challenges they’re often forced to overcome, at the centre of the campaign was one that resonated. She said:
“Living and working in rural Australia is a true privilege, and I feel so lucky to call this place home.”
“There’s not a day that the landscape doesn’t captivate me with its vast wonder, there’s not a day that I don’t feel honoured to work alongside farmers who produce food and fibre for our country, and beyond. Each day we rise to our challenges, are grateful for our opportunities, and strive to make tomorrow the best it possibly can be.”
The real ‘stars’ though of the campaign, developed in accordance with the client, agency Leo Burnett & Flint Productions, are the farmers who appear in the series of ads. The ads were shot predominantly in and around Moree, NSW, on a number of family grain properties, and in the Gympie district of Queensland, capturing lucerne hay, dairy and fruit farming.
The Beale family’s lucerne farm at Kybong near Gympie was one of the locations, and dairy farmer John Loughlin from Kenilworth is also featured in the campaign. In the Moree district, long-time Case IH customers Gavin Bartel, Stuart Tighe, and the Adam’s family welcomed camera crews for the shoot, which showcases the range of Case IH machinery from Farmall to Steiger tractors.
Third-generation farmer Will Bartel, who appears in the advertisement with his dad and grandfather, said being part of the Case IH campaign was a special experience. He said:
“I love farming and the first machine I ever got to drive was a Case IH tractor but being able to join my dad and pop in a campaign that cares about what we do, it’s pretty unreal.”
“Working the land is hard work but it gives me a purpose and seeing the results at harvest is so satisfying because I know I’m playing an important role in feeding thousands of people while supporting local families and businesses in Moree.”
Case IH ANZ General Manager Pete McCann said:
“This is the first Brand campaign we’ve embarked on in a number of years, but it felt like the right time after much of the country has started to recover from the challenging few years many of our farmers have had to manage.”
“Case IH is committed to developing the products farmers need to keep their businesses as efficient and profitable as they can be, and we stand with our customers and their communities through the good times, and the bad. We understand these communities, we live in these communities and we’re proud to work with them for the benefit of their businesses and the wider agriculture industry – it’s what we do, and what they do. This is a critical message for us and we wanted our customers front and centre in this campaign.”
The new Brand campaign can be seen at: https://caseih.com/its-what-we-do